Amphitheater makes offers to national artists

ALTON — The Alton Amphitheater Commission and its promoter already have put out offers for some concerts this season, but nothing is locked in yet, its chairman says.

“Our main goal is to try to book bands that are not in the same genre,” said Chairman Robert Stephan. “Kenny Rogers was country; the Under the Sun Tour was ‘90s pop rock” that were held last year at the Liberty Bank Alton Amphitheater.

He said none of those specific offers may result in concerts — which depend on several factors— but the process will continue until they have contracts for possibly, three national acts.

He hopes to announce the 2015 summer lineup, which the city sponsors, sometime in the spring. Other promoters may work with the commission and its promoter, Sam Foxman of Evntiv of St. Louis, to bring in their events, as well.

At the same time, Stephan says he wants to clarify that the season did better than initial data indicate, and when sponsorships are factored into the revenue — which he said is an industry standard practice — the events did not result in deficits.

Stephan said criteria for determining which bands to book are cost, ticket sales history and their availability for the dates that are open at the Riverfront Park facility. Commissioner Judy Egelhoff also said the commission and Foxman look to see if the bands will be performing at any area venues that could compete for the same audience dollars.

Commissioners have to keep their personal preferences at bay when determining which bands to book, they said.

“We like to have a wide variety of genres,” Stephan said. “It is not so much about an act that (we) like.” He said it is difficult to know from where all the 2014 concerts drew visitors, but those who ordered tickets online came from Springfield, Ill. and Missouri, St. Louis, Carbondale and northern Kentucky, among other places.

The Commission, Mayor Brant Walker and Dan Herkert, City Council liaison and chief of staff in the mayor’s office, all say they consider 2014 the first year of drawing national acts to the facility. Besides Kenny Rogers and the Under the Sun Tour, the city also promoted a third national act — John Michael Montgomery — for sponsor Senior Services Plus.

“We really are in our in our infancy, in terms of venue,” Egelhoff said during an exclusive interview with The Telegraph. “Last year was a big step. The agents and acts were not familiar with our facility, with its great people and with it being a great place to put on a show. We have a beautiful facility and we want people to know it.”

Stephan, though, said data that the mayor’s office released to the Telegraph regarding expenses and revenues do not reflect the true picture of the events’ finances because the revenue listed did not include $158,000 from sponsors.

The data show deficits for each of the three events. The paperwork, though, does show $150,382 remaining in the Amphitheater Concert Series account.

“The amphitheater did not lose money,” he said, when sponsorship money is factored into the report. “Without the sponsorships, we would not attempt to do this. Sponsorships are crucial.”

Stephan provided the Telegraph with his own figures, which deducted $130,621 expenses not covered by ticket sales alone from the $158,000 in sponsors’ money, leaving $27,379 in profit from concert revenue.

Adding $23,003 in revenue from rentals, fees and commissions from other events, results in $50,382 profit, he said. The numbers do not include in-kind sponsorships of product, equipment or other services.

Liberty Bank provided $150,000 for the three-year title sponsorship, so $100,000 of that remains to be split for 2015 and 2016, comprising the $150,382 in the account.

He also said the public may not understand the “complimentary” ticket situation. The tickets mostly go to the sponsors that essentially “pay” for them through their donations. A small number of the tickets go to in-kind sponsors who trade services, thereby “paying,” in lieu of cash. An example is giving them to radio stations in exchange for commercial time.

“We don’t want people thinking we give tickets away,” he said.

For 2014, there were 16 sponsors at levels ranging from Liberty Bank’s $50,000 allocation, on down to three, $1,000 sponsors. The sponsorship packages comparatively decline with amount donated.

While seeking national acts for this season — June to September — the Commission also is soliciting sponsors for 2015. Stephan said he is hoping last year’s artist draws and successes will help bring in sponsorship dollars. Goal is $200,000 in sponsorships, including Liberty Bank’s $50,000 allocation. He said he expects the sponsorship packages to remain about the same, namely tickets, VIP seating and parking.

“What we want to do is invest money back into the venue,” Egelhoff said of the revenues, such as plans to buy a crowd control fence for the stage with proceeds.

The commissioners also said the events are to draw people to the city, where they would spend money on restaurants and lodging.

“A pride factor also comes into play with a national act,” Stephan said. “When Kenny Rogers was in town, there was a vibe” of excitement.